Examples of a Social Media Policy for Non-Profit Organizations

by Terry White, Demand Media

Many non-profits restrict what employees can post on social media.

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Non-profit organizations use social media for the same reasons a small business might – to develop a “social” relationship with clients or customers. Also like their counterparts in the business world, non-profits have social media rules to protect their brand and reputation. Some even restrict what employees can do on personal accounts. In examining the social media policies of four non-profits, several common themes are apparent, despite the diverse purposes of these organizations.

National Public Radio

NRP uses social media as both a reporting tool and marketing vehicle to engage listeners and web readers. The network’s social media policy urges reporters to be transparent when reporting information received via social media and seek independent confirmation. NPR directs its journalists to assume all video and images received from social media are not genuine. NPR employees cannot use pseudonyms on social media when acting on behalf of the network and must identify themselves as NPR employees. They are allowed to follow political and advocacy groups, but only to monitor the conversation. In addition, NPR journalists may use anonymous screen names on their personal accounts. However, they are not allowed to express viewpoints on politics or other polarizing subjects (see Reference 1).

International Red Cross

The International Federation of Red Cross and Red Crescent Societies (IFRC) instructs employees to notify its communications office prior to using social media, whether on behalf of the organization or personally. Employees who post for the IFRC must get permission before publishing any item, whether it is intended for a blog, online publication or social media. Employees are told to make it clear that views expressed on personal social media are the employee’s and not those of the organization. Employees also are not allowed to use the IFRC logo on personal social media sites. They are encouraged to stay away from political conversation, but it is not mandatory (See Reference 2).

Smithsonian Institution

Employees at the Smithsonian Institution can post on behalf of the organization only if the social media service is on an internally-approved list. The Smithsonian forbids content that is political, partisan, false or abusive. There can be no product endorsements. Photos of children who appear to be under 18 cannot be posted without parental consent. Employees with personal social media accounts should use a disclaimer to avoid any misconception that they’re speaking for the Smithsonian. Further, employees cannot post information about the Smithsonian that is privileged or confidential. The Smithsonian strongly discourages employees from using pseudonyms on personal sites (See Reference 4).

The American Institute of Architects

Employees of the American Institute of Architects -- a professional organization that represents and promotes the architecture industry – do not need approval to post to social media. However, AIA holds each staff member responsible for content appearing on both AIA and personal social media accounts. AIA urges staffers to advance a robust conversation about architecture in a professional and respectful manner. Conduct that is not acceptable in the workplace is not allowed on social media sites. The AIA bars remarks about drugs, alcohol, off-color humor, ethnic slurs and profanity. Employees must respect privacy rights and proprietary information. When posting to external social accounts, staff members should state the views expressed are their own and not AIA’s. Finally, AIA’s logo is not permitted on personal social media accounts (See Reference 3).

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